Brief On 25th of August 2010 AIK played a match against Gothenburg. AIK wanted a campaign to promote the match, whilst allowing all Swedish AIK fans to participate. Insight The insight that led to the idea was that football players are often superstitious. Idea Is it possible to affect a football team by using superstition? The idea for a psychological experiment was born, and we involved AIK fans all over Sweden. Campaign The campaign was centered around the site jinxgoteborg.com. Here we asked AIK fans for bad luck symbols; black cats, ladders and mirrors. Fans could lend us their own, or donate symbols via SMS. With trucks full of symbols and voluntary AIK supporters, we travelled to Gothenburg - and set up bad luck-installations around the city. The Gothenburg citizens walked under ladders, broke mirrors and saw black cats crossing the street. Everything was filmed and streamed live to the site. Fans who donated symbols saw their own names tagged on the symbols. And finally, before a training session at Kamratgården we showed the Gothenburg players footage of the project. Ambient advertisement created by Jung von Matt, Sweden for AIK, within the category: Recreation, Leisure.

Film advertisement created by M&C Saatchi, Sweden for Carlsberg, within the category: Alcoholic Drinks.

Ambient advertisement created by Saatchi & Saatchi, Sweden for SL, within the category: Transport.

Film advertisement created by Garbergs, Sweden for City Gross, within the category: Retail Services.

Smart and simple advertising campaign to announce that Hertz now have dog cages fitted in their hire cars. Ambient advertisement created by Pool, Sweden for Hertz, within the category: Automotive.

Film advertisement created by Acne, Sweden for Svenska Freds, within the category: Public Interest, NGO.

Digital advertisement created by Åkestam Holst, Sweden for Audi, within the category: Automotive.

Subway’s launching the biggest thing since sliced bread. Salads. But not just any random salads. These are the not too heavy, never too light kind of Salads. In other words, a perfect choice for anyone who’d like to stay balanced all day long. And that’s where the communication gained traction. Film advertisement created by McCann, Sweden for Subway, within the category: Food.

Ambient advertisement created by Åkestam Holst, Sweden for Pause, within the category: Electronics, Technology.

Film advertisement created by Åkestam Holst, Sweden for SAS, within the category: Transport.

The holidays can be stressful, and research shows that holiday music can actually increase stress. According to Markus Bergkvist, Music Supervisor, Joel Danell, Composer and Töres Theorell, Professor in stress research, music can also be used to help people relax and calm down – if composed in the right way. What’s more, Bowers & Wilkins believes that high quality sound makes a difference, enhancing the effect of any music. Listen to Sound SPA on Spotify: https://open.spotify.com/album/1bIdqkmcANOIE8YiC9DP2r Film advertisement created by Stendahls, Sweden for Bowers & Wilkins, within the category: Electronics, Technology.

A campaign of six TV spots Film advertisement created by Futurniture, Sweden for Batteriåtervinningen, within the category: Public Interest, NGO.

Film advertisement created by MullenLowe Group, Sweden for Oumph!, within the category: Food.

Ambient advertisement created by Volt, Sweden for Friskis&Svettis, within the category: Recreation, Leisure.

X Shore, a brand driving the future of electric boating, has created a unique advertisement that features the 2015 hit song “Sun is Shining,” which reached number one on the music charts, by Axwell (Axel Hedfors) and Ingrosso (Sebastian Ingrosso). Celebrating Midsummer, the music-centric video was created and directed by X Shore’s internal production team and Konrad Bergström, Founder and Head of Creatives, and tells the story of the joyous experience aboard the Eelex 8000, a 100 percent electric boat built to entertain family and friends. “We’re thrilled to showcase X Shore alongside such a great song to celebrate our favorite time of the year, Midsummer, and embrace our Swedish heritage. We know everyone who watches can get a sense of the joyous feeling a high tech, sustainable boat can give to those onboard,” said Bergström. Much like its boats, X Shore has taken an innovative approach to advertising by creating a music video-style advertisement in-house with creative team members, Hedda Hökfelt, Kasper Bröns, Oscar Dieden, Elias Wästberg, and Head of Creatives, Konrad Bergström, complimented by an external team consisting of Hannes Söderström (photography), Pierre Wikberg (videographer), Philip Puljak (editor). The full 4-minute music video has premiered on X Shore’s YouTube channel, and a 20-second version will appear on TV in Scandinavia during the Olympic games this summer, as well. X Shore additionally plans to run five different 15-second versions through paid advertisements on LinkedIn, Facebook, Instagram, YouTube and TikTok in the U.S. X Shore is built on the core values of technology, sustainability and design, and its Eelex 8000 is a fully electric boat that was crafted with all of these core values in mind. Designed for those who aspire to become one with nature, passengers can embrace the natural beauty of the water and all that inhabits it without the harmful noise and fumes typical fossil-fuel engines emit, making the Eelex 8000 the ideal dayboat for every marine activity. Equipped with safety, entertainment and fleet telemetry features, and built with sustainable materials like cork instead of teak, as well as optional Flax fiber instead of fiberglass and carbon fiber, X Shore’s Eelex 8000 offers passengers a unique, seamless boating experience that they have never experienced before.

Film advertisement created by Acne, Sweden for Vitamin Well, within the category: Non-Alcoholic Drinks.

In the film we see Lidl customer "Roger" as he hosts a dinner in his home, inviting friends who are sceptic about buying their groceries from Lidl. He welcomes them with a warm and embracing hug – however, in his hands are still vegetable by the plenty.

Digital advertisement created by Åkestam Holst, Sweden for SOS Children's Villages, within the category: Public Interest, NGO.

Now you don’t have to decide. With Boxer Flex16 you can pick and choose your favourite TV channels and change for free each month. Film advertisement created by CP+B, Sweden for Boxer TV, within the category: Electronics, Technology.